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Digital Marketing Strategy |
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Overview of World and Hong Kong Digital Population |
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Change in Consumer Behaviour |
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New Customer Journey & Digital Touchpoints |
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See-Think-Do-Care Model for Optimizing Digital Channel Mix |
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SMART Criteria for Setting Digital Marketing Objectives |
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Digital Key Performance Indicators (KPIs) |
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Digital Marketing Strategy Framework |
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Keyword Research and Strategy |
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Google Algorithm & Search Ranking Factors |
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Types of Google Featured Snippets |
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Search Intent & Long Tail SEO |
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Organic Keyword Research & Analysis |
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Keyword List Building & Development |
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Use Google Search Console to Track Keyword Ranking |
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SEO Strategy |
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On-Page SEO: Web Content Optimization |
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Off-Page SEO: Link Building Strategy |
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Technical SEO: Optimize for Site Architecture |
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Understand Meta Tags & Social Tags |
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Utilize XML Sitemap & robots.txt |
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Search Engine Optimization Strategy Framework |
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Paid Search Marketing (PPC) |
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Understanding Pay-Per-Click Auction & Quality Score |
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Utilize Keyword Planner for Paid Keyword Research |
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Tips for Writing Effective Search Ad Copy |
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Use Ad Extensions for Increasing Click-Through Rate (CTR) |
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Optimize for Ad Landing Page |
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Ad Conversion Tracking & Reporting |
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Display Advertising |
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Understand Display Ad Sizes & Formats |
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How to Create Responsive Display Ads |
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Optimize for Display Ad Copy |
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Targeted Advertising Strategy |
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Remarketing on Google Display Network (GDN) |
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Display Ad Budgeting & Monitoring |
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Facebook Marketing |
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Beat the Facebook Algorithm |
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Understand FB Ad Format & Placement |
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Tips for Facebook Ad Copywriting |
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Facebook Retargeting & Audience Targeting |
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Configure Facebook Pixel |
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Facebook Analytics: Measure Social Marketing Performance |
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Mobile Marketing |
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Understand Responsive Web Design (RWD) |
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Mobile SEO: Deliver Mobile-Friendly Content |
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Develop Google Accelerated Mobile Pages (AMP) |
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Local SEO: Rank Your Local Business |
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Optimize for Google My Business (GMB) |
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Mobile Advertising Strategy |
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App Marketing |
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Mobile App vs Mobile Site: Which One You Should Use |
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App Marketing Strategy Framework |
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App Store Optimization (ASO): Boost App Downloads |
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Optimize for App Landing Page |
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Understand Mobile Deep Linking |
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KPI Measurement for App Marketing |
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Email Marketing |
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Survive the SPAM Filters |
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Lead Generation, Lead Capture, & Lead Magnets |
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Lead Segmentation: Streamline Email Marketing |
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Email List Management & Delivery |
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Optimize for Email Body Copy & Design |
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Email Marketing & The Laws |
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Web Analytics |
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Introduction to Essential Analytics Tool: Google Analytics (GA) |
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Digital Marketing Measurement Strategy |
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Understanding GA Reports: Audience, Acquisition, Behavior, Conversion |
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Campaign Tracking for Email Campaigns |
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Event Tracking for Understanding User Behaviors |
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Goal Completion & E-commerce Conversions Tracking |
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Leverage Segments & Filters for Drill-down Analysis |
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